just one part of the whole assignment which is (Develop an IMC plan to budget (15%))the company is red bull
MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 1 of 11 Prepared by Tariq Halimi 6 April 2020 MKT3ADV 2020 - Assessment 2a and 2b – Proposed report structure and rubric Overview of Assessment Task 2 • In groups of 4-5, students are supposed to choose a company and propose an integrated marketing communications (IMCs) plan through which the company can: enhance its current position in the market, introduce a product / brand into a current / new market, or manage a marketing crisis of any sort. The context (market) can be any relevant place (domestic / international market). It should be a real-life scenario. • Students choose the company / brand / market / context. • No two groups in one tutorial can choose the same company / brand. Once a group has chosen the company / brand, the rest of the groups should choose a different one. • Group formation will take place in week 1 - first tutorial. Students can also choose their company / brand in week 1. All groups and their choice of company/brand should be finalised by week 3. The sooner, the better. • Students need to provide their tutor with their group details (full name of each student, student number, and company/brand and the context they have chosen). • This assessment task is split into two parts: o Assessment task 2a: group oral presentation. ▪ Students are to present their IMC plan in their tutorials in weeks 9, 10, and 11 (no video recordings will be accepted). ▪ All students in the group are required to present. ▪ The time of each group’s presentation will be allocated by the tutor as soon as the groups are formed. ▪ The oral presentation of the IMC plan will be an opportunity for students to receive comments / suggestions from their tutor and other students on their plan, which can be then implemented in their written report (assessment task 2b). ▪ A hard copy of the script of the presentation is to be submitted to the tutor before the presentation starts. MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 2 of 11 Prepared by Tariq Halimi 6 April 2020 o Assessment task 2b: group written report. ▪ The written report will be a final version of the IMC plan. ▪ It will be due on Friday at 5pm of week 12. ▪ The written report is to be submit it through the Turnitin link which can be found under Assessment Tasks on the MKT3ADV subject’s LMS site. ▪ One student submits on behalf of the rest of the group members. Assessment Task 2 proposed structure Executive Summary (5%) This summary is equivalent to a conclusion (it is not an introduction). It is normally 1-1.5 pages long. It should include: • An overview of the report. • Key findings from your analysis about the company: its current situation, opportunities, threats, etc. • A summary of your major recommendations and key outcomes: how the company can use its IMCs to seize opportunities and / or avoid threats. NOTE: This is the last section to be completed; however, it should be displayed at the beginning of the report before Table of Contents. Table of contents (1%) It should include sections, sub-sections, and page numbers. MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 3 of 11 Prepared by Tariq Halimi 6 April 2020 Introduction (2%) It should provide the reader with an understanding of the purpose of the project, its scope and structure – sections and sub-sections. Do NOT discuss the company and the IMC plan in detail in this section. Situation Analysis based on market Research (10%) This section can be split into two parts: 1. An overview of the company (5%) • History. • The market(s) it is in (Australia, an overseas market, regional, international). • Brands. • Product(s) it serves. • Description of its target customers / segment(s). 2. Situational analysis (5%) It can be any of the following (not necessarily all of them): • Launching a new product / brand • Company’s intention to reposition its current product / brand? Why? • Or are you suggesting to the company to reposition? If yes, why? • Any controversies the company is currently dealing with? Negative publicity, any sustainability issues, socially irresponsible issues, the company is accused of being engaged in unethical practices? • Decreasing sales / market share: due to competition, change in consumer preferences. • What is the context of the situation? Australia, an overseas market(s), or a global issue? MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 4 of 11 Prepared by Tariq Halimi 6 April 2020 • Anything else you have found? Marketing and IMC objectives (10%) This can be split into two parts: Note: Students do not need to include all these objectives. They should include only those which are relevant to their company and its context. 1. Marketing objectives (5%) • Increasing sales / market share / revenues. • Responding to competition: competitors are stealing company’s market share. • Introducing a new product / brand. • Increasing brand awareness. • Entering a new market / segment (locally, internationally). • Defending current position in the market(s). • Targeting a (new) segment(s) which may require repositioning the product / brand. • Dealing with sustainability / ethical issues: social issues, child labour, working conditions, fairtrade, environmental (ecological) issues, consumer safety / welfare. • A number of objectives can be combined (responding to competition through introducing a new brand in a new market). 2. IMC objectives (5%) • Brand awareness (introduction stage). • Product (and its attributes) awareness - Informing people about a new product launch (introduction stage). • Persuasion, comparison against competitors’ offerings (growth stage). • Reminding (maturity / decline stages). MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 5 of 11 Prepared by Tariq Halimi 6 April 2020 • Attitude change (repositioning, changing consumers’ current beliefs about the brand / product (goods or services), etc). • Crisis management (dealing with a controversy which is threatening sales / market share / brand’s image). Target audience (5%) and positioning (5%) • Customers /segments (demographic, psychographic, etc.), government, non-government organisation(s) (NGOs), political activists. • Coverage / reach: geographic, local (within a particular country), foreign, etc. • Show how your IMC plan will contribute to brand’s positioning or re-positioning. Useful material: (not limited to) chapter 4 pp. 113-123 (market Segmentation by Consumer Groups) and pp. 125-129 (product positioning) + chapter 4 slides. Theories which can be discussed in your objectives and target audience • What consumer needs is / should the company be focusing on - use Maslow's hierarchy • Segment(s) you are targeting: demographics, psychographics, geographic, behavioural, benefit, usage. • Product positioning: product attributes, competitors, use or application, price-quality relationship, product user, product class. • Product life cycle: at what stage is the product you are promoting: introduction, growth, maturity, or decline? • Are you repositioning the product? • Consumer attitude: are you using cognitive or affective appeals in your promotions? Cognitive maps, means-end theory. Develop an IMC plan to budget (15%) This can be split into three parts: Types of budget (5%) MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 6 of 11 Prepared by Tariq Halimi 6 April 2020 • Percentage of sales. • Meet competition. • What we can afford. • Objective and task. • Etc. Hint: check what budget the company is already setting annually. If information cannot be found, make reasonable assumptions based on company’s size, its objectives, what competitors with the same size are doing. Useful material: (not limited to) chapter 4, pp. 129-131 / chapter 4 slides. Use three IMC variables (10%) • Traditional marketing • Broadcast: TV, radio, etc. • Print: magazines, newspapers. • Social media: Youtube, Facebook, Twitter, etc. • Sales promotions: coupons, contests and sweepstakes, sampling, bonus packs, etc. • Alternative marketing: buzz marketing, stealth, guerrilla, product placement, etc. • Personal selling: direct mail / email, telephone. • Public relations: cause-based marketing, green marketing, sponsorships, event marketing, etc. Useful material: (not limited to) chapter 7, 8, 9, 10, 11, 12, 13. Discuss the rationale of your selected three IMC variables (5%) How do the selected IMC variables fit with your marketing/IMC objectives and your STP strategy? MKT3ADV 2020 - Assessment Task 2a and 2b – Proposed report structure Page 7 of 11 Prepared by Tariq Halimi 6 April 2020 Develop a creative strategy and Mock-Up (20%) • Design a creative mock-up of your broadcast, print or internet/interactive media campaign. • Explain the content of your advertisement / commercial / billboard / brochure / sales promotions, etc. • Detail and explain the rationale for your selected creative strategy (based on your IMC objectives, target audience, (re)positioning, etc). Useful material: (not limited to) chapter 6 pp. 181-191 (Types of Advertising Appeal) and the relevant lecture slides Media scheduling and timeline (15%) Useful material: (not limited to) chapter 4, pp. 131 / chapter 4 slides. No. Media class Actual media vehicle / where to advertise Scheduling tactic When to advertise Timing Duration / size Reach / scope of the segment Frequency / degree of exposure / continuity 1 TV/Radio/ newspaper/digital, in- store displays, alternative marketing (billboards, lifestyle, guerrilla, product placement in movies), direct marketing using mails/email, etc. ABC, FOX, YouTube, shopping centre / store name in which the display